Google tests direct Flipkart purchases through Gemini and AI Mode in India

Google has begun testing a feature that allows select users in India to purchase products from Walmart-owned Flipkart directly through its Gemini and AI Mode interfaces. Chosen test participants see a "Buy" button on certain Flipkart listings that leads straight into a Flipkart checkout process without leaving the AI environment.

The trial currently covers only a limited group of users and a narrow set of products, including smartphones, electronics and mobile accessories. Other users still see standard Flipkart listings without any direct purchase option. Google intends to expand the feature more broadly in October, timed to precede India's festive shopping season.

A push toward AI-driven commerce

The move reflects a broader industry trend, with Google and rivals such as OpenAI working to push AI tools beyond product recommendations and into direct participation in purchases. A Google spokesperson told TechCrunch the company regularly tests new features to help people discover and connect with businesses, but declined to share further details.

Earlier this year, Google introduced the Universal Commerce Protocol (UCP), an open standard meant to let AI agents interact with retailers throughout the shopping journey, including checkout. However, the Flipkart test differs from the Google-hosted checkout experience shown previously — it instead surfaces a Flipkart-branded checkout, and it remains unclear what technology powers it.

Notably, Google invested about $350 million in Flipkart in 2024 as part of a funding round led by Walmart, acquiring a minority stake in the company. India, the world's second-largest internet market with more than a billion subscribers, is a battleground where Flipkart and Amazon compete fiercely for shoppers, particularly during the festive season. For now, the buy option is not appearing across all retailers — Amazon listings still show up alongside Flipkart's but without a direct purchase option.